本研究探討了商家在提供服務和滿足客戶需求之間所面臨的兩難情境，以家用淨水器為例進行分析。商家面臨的兩難情境是一個現實問題，對業績和客戶滿意度都有很大的影響，因此需要進一步探討其背後的原因和解決方法。
在研究目的中，本研究旨在探討顧客之真正需求，以及品牌策略對他們所造成的影響，並提供相對應的解決方案。本研究具有探索性質，因此選擇以個案研究加入理論分析為研究方法。

研究目的為探討顧客之行為動機、以及品牌策略對他們所造成的影響；基於本研究主題的探索性質，筆者選擇以個案研究加入理論分析為研究方法，先透過選擇案例進行分析，再建立理論框架，描述案例並分析細節，通過研究個案發現及探討以下問題：1. 對公司的不信任問題？2.如何平衡價格和品質3.是否應該迎合客人降價4.如何處理超出服務範圍的問題5.如何了解消費者的真正需求6.應追求專業還是迎合客戶需求7.品牌迷思是否影響商家提供服務和客戶需求的平衡等問題。

在理論分析及找出建議方案之後，筆者將建立教學方案表，以幫助銷售服務人員，在面對顧客兩難情境時，提供應對措施，並提升他們的專業素養和服務能力。從個案研究中，顯示消費行為與消費者本身、品牌策略、銷售服務這三大主體有密切的關聯，並發現各種情境，以及顧客至上的氛圍都會對消費行為造成兩難情境；在學術領域上討論了對顧客負面行為的研究，在實務管理上，為銷售服務人員在面對兩難情境時，提供應對措施，並設計學理上的根據。

本研究的結論是，商家應該維持平衡，不僅要提供良好的服務，也要滿足客戶需求。這可以通過了解消費者需求、應用適當的價格策略、提高公司形象等方式實現。這些措施可以幫助商家維持良好的關係，提高客戶滿意度，進而提升公司經營績效。
關鍵字：商家服務、消費行為、價格與品質、顧客需求、品牌策略、家用淨水器。

This study explores the dilemma faced by businesses in balancing service provision and meeting customer needs, using household water purifiers as an example for analysis. The purpose of the research is to investigate customer behavior motivations and the impact of brand strategies on them. Due to the exploratory nature of the research topic, the author chose a case study combined with theoretical analysis as the research method. The case analysis was conducted first to establish a theoretical framework, describe the case and analyze details. Through the study of the case, the following questions were discovered and discussed: 1. How should businesses handle difficult customers? 2. How to balance price and quality? 3. Should they cater to customers' demands for lower prices? 4. How to handle issues outside the scope of service? 5. How to understand customers' true needs? 6. Should they pursue professionalism or cater to customer needs? 7. Does brand misconception affect the balance between service provision and customer needs?

After theoretical analysis and finding recommendations, the author will create a teaching program to help sales service personnel provide response measures when faced with customer dilemma situations and enhance their professional competence and service capabilities. From the case study, it is shown that consumer behavior is closely related to the three main subjects of consumers themselves, brand strategies, and sales services. Various situations and a customer-first atmosphere can create dilemma situations for consumer behavior. In the academic field, negative customer behavior has been discussed, and in practical management, response measures are provided to sales service personnel when facing dilemma situations and a theoretical basis is designed. The conclusion is that businesses should maintain balance, not only providing good service but also meeting customer needs. This can be achieved by understanding customer demands, applying appropriate price strategies, and improving the company's image. These measures can help businesses maintain good relationships, improve customer satisfaction, and thereby enhance the company's operational performance.
Keywords: Business service, consumer behavior, price and quality, customer demand, brand strategy, household water purifiers.

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